“Innovate or die.” That’s what Peter Drucker said, and I think a lot of people took that to mean that you have to create a company that disrupts an entire industry and that you should be looking for ways to innovate on your products and services like nobody has in the past, but I personally think that line was misunderstood.

I believe, in a lot of ways, what Drucker was talking about was a value that implies that you have to innovate like you have to be trustworthy. It has to be built into the core of how you serve your customers. Innovation should be looked at as optimization as opposed to disruption.

My guest for this week’s episode of the Duct Tape Marketing Podcast is David Robertson. He is on the faculty of the MIT Sloan School of Management, host of the Innovation Navigation podcast, and co-author of The Power of Little Ideas: A Low-Risk, High-Reward Approach to Innovation. He and I discuss why innovation must be at the core of how you serve your customers.

Robertson has been a student, teacher, and practitioner of the art of innovation for his entire career. He intends to bring brilliant minds worldwide to share their knowledge with him, and you, as they explore what companies can do to boost innovation.

Robertson is a frequent public speaker and serves as a consultant to companies on innovation and technology management issues. Among other journals, Robertson has been published in Harvard Business Review and MIT Sloan Management Review.

Are you an independent marketing consultant or an agency owner? If so, you may want to check out the Duct Tape Marketing Consultant Network. It is a growing group of independent marketing consultants and agencies that are partnering and collaborating using the Duct Tape Marketing tools, and really scaling their businesses. Check it out at ducttapemarketingconsultant.com.

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1. Clients are really funny sometimes. They think if they throw spaghetti at a wall something will stick. The problem is that their spaghetti isn’t cooked. The strategy is the cooked spaghetti. Also, the longer you let it cook the better the chance that it will stick.

2. Yes...yes you do.

3. Again, yes...yes you do.

4. Unless you have a person dedicated to just marketing that is a savvy graphic designer, a wizard at analytics, a competent web developer, and is good at marketing then you might be on to something. If not you are probably better off letting an agency handle your marketing needs.

5. Getting to the top of Google takes a lot of time and effort. Time is money and good effort costs money. So unless you are willing to invest both you will likely never see the top of a Google search. Unless you buy some ads.

6. Isn't everyone?

7. Won't happen but we will try.

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